GO WEIRD ON YOUR NICHE

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The idea was simple. The technology, novel. The proposition, completely on trend AND necessary. 

When I asked about the target market, the founder said, “Women 18-64.”

Now, it’s easy to sit back and judge this - when it’s someone else.

But many of us resist choosing a niche because it usually feels like narrowing opportunity. (Spoiler: it’s so the opposite)

Yes, the product COULD appeal to women 18-64. But I could make an easy case for:

  • men 22-60

  • People living in <2000 Square feet 

  • All genders, 18-27

  • Renters

  • Empty nesters 

For the same product, I could defend a go-to-market strategy of testing only:

  • NYC 

  • Recent college grads

  • Empty nesters 

  • Heavy users of Zillow or apartments.com 

  • full-time RV owners + digital nomads

  • Outdoor enthusiasts

  • Vegetarians/vegans 

Editor’s note: Aren’t you wondering what the idea is now? See, that’s what happens when you think beyond general, mushy, non-specific categories. 

While some or all of these niches could be off, here’s why it’s helpful to delve into them: 

  • It helps you think about your product differently

  • Which frames up the benefits in fresher, deeper ways

  • Test-and-learn would give you data to not only choose, but bring to potential customers and investors…

  • …. While providing better speed to revenue and ROI along the way.

  • And builds a more compelling brand to early adopters which halos to followers-on.

What are the possible weird niches in your target and why do they need you? 

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julie kucinski